Web
What a service business website has to do (looking good is not on the list)
A working checklist for a site that turns visitors into booked jobs: speed, proof, clarity, and the one thing most sites get wrong.
A brochure site is a business card that costs more. For a service business, the site has one job: turn a stranger who is already looking for you into a booked job.
Answer three questions above the fold
What do you do, where do you do it, and how do I start. If a visitor has to scroll to work out whether you cover their area, you have lost the ones in a hurry, and the ones in a hurry are the ones ready to book.
Load in under two seconds on a phone on mobile data
Not on your office wifi. Most service enquiries come from a phone, often outdoors, often on a weak connection. Every second of load time quietly removes people from the top of your funnel, and you will never see them in your analytics as anything but a bounce.
Make the next step obvious and singular
One primary action, repeated. "Book a call" or "Get a quote", not a menu of eight equally weighted options. A page that offers a visitor four ways to proceed usually gets none.
Show proof that looks like the visitor
Reviews from the same suburb, photos of the same kind of job, the same type of property. Generic five-star badges do less work than one recognisable before-and-after from two streets away.
Price something
You do not need a full price list, and for most trades a fixed one would be wrong. But a range, a call-out fee, or a worked example stops the visitors who were never going to buy and reassures the ones who were. Silence on price reads as expensive.
Capture the ones who are not ready
Most visitors will not book on the first visit. A site that only offers "book now" collects nothing from them. Chat, a callback request, or a quick quote form gives you a contact you can follow up instead of an anonymous bounce.
The thing most sites get wrong
They treat the enquiry as the finish line. The form submits, a thank-you page appears, and then… an inbox. Everything that determines whether that enquiry becomes revenue happens after the form: the speed of the reply, the follow-up, the booking. Build that half first; it is where the money is.
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